GENDERED DISCOURSE ON THE TRAIL TO THE WHITE HOUSE: A QUANTITATIVE ANALYSIS OF MEDIA COVERAGE DURING HILLARY CLINTON’S 2015/16 CAMPAIGN TO BECOME DEMOCRATIC NOMINEE by JENNIFER A. LUECHT A THESIS Presented to the School of Journalism and Communication and the Graduate School of the University of Oregon in partial fulfillment of the requirements for the degree of Master of Science June 2016 THESIS APPROVAL PAGE Student: Jennifer A. Luecht Title: Gendered Discourse on the Trail to the Whitehouse: A Quantitative Analysis of Media Coverage During Hillary Clinton’s 2015/16 Campaign to Become Democratic Presidential Nominee This thesis has been accepted and approved in partial fulfillment of the requirements for the Master of Science degree in the School Journalism and Communication by: Donna Davis Chairperson Carol Stabile Member Regina Lawrence Member and Scott L. Pratt Dean of the Graduate School Original approval signatures are on file with the University of Oregon Graduate School. Degree awarded June 2016 ii © 2016 Jennifer A. Luecht ii i THESIS ABSTRACT Jennifer A. Luecht Master of Science School of Journalism and Communication June 2016 Title: Gendered Discourse on the Trail to the Whitehouse: A Quantitative Analysis of Media Coverage During Hillary Clinton’s 2015/16 Campaign to Become Democratic Presidential Nominee This textual analysis examines online mainstream media coverage during Hillary Clinton’s 2015/16 presidential campaign. Previous research on female political candidates indicates that there are both subtle and unsubtle ways the media reinforces masculinity in the political realm. The results of the study provide a commentary on the internet as a cultural text and Feminist Communication Studies, suggesting that there may be a decrease in the institutionalized sexism in the reporting of mainstream online media. Although encompassing only a small snapshot of the 2015/16 presidential race, the results also suggest that media seemed to lack a category for Clinton – she is both an inside and outsider, sitting at the cusp of a transformative historical event. Key words: Hillary Clinton, female political candidates, textual analysis, mainstream news media, presidential elections, gendered media coverage, gendered language, gender roles, muted group theory, feminist communication studies, Fox News, The Wall Street Journal, The Economist, MSNBC iv CURRICULUM VITAE NAME OF AUTHOR: Jennifer A. Luecht GRADUATE AND UNDERGRADUATE SCHOOLS ATTENDED: University of Oregon, Eugene Willamette University Université Catholique de l’Ouest DEGREES AWARDED: Master of Science, 2016, University of Oregon Bachelor of Arts, International Relations/Politics, 2010, Willamette University AREAS OF SPECIAL INTEREST: Advertising/Marketing/Public Relations Feminist Communication Studies Political Communication PROFESSIONAL EXPERIENCE: Marketing and Communications Manager, Struck, 2015 – Present Public Relations Account Manager, Koopman Ostbo Marketing Communications, 2014 – 2015 Communications Manager, Sisters Coffee Company, 2011 – 2014 GRANTS, AWARDS, AND HONORS: Jean Williams Athletic and Academic Award, Willamette University, 2010 NCAA Athletic and Academic All-American, Willamette University, 2006-2010 Susan B. Anthony and Frederick Douglas Award of Pease and Humanitarian Efforts, Rex Putnam, 2006 v ACKNOWLEDGMENTS I would like to thank Donna Davis for her invaluable oversight, in addition to Regina Lawrence and Carol Stabile for their highly appreciated guidance and support during this study. The author would also like to applaud all three women for their continued contributions to the fields of political communication, feminist studies and irreplaceable research in the digital media sphere. v i This thesis is dedicated to the fearless women who’ve broken the “rules” and redefined what it means to be a triumphant politician and powerful leader. You’ve set the stage for all of us…may society commemorate what you’ve taught us, and may we embody your strength as we continue in your footsteps. vi i TABLE OF CONTENTS Chapter Page I. INTRODUCTION .................................................................................................... 1 II. LITERATURE REVIEW ....................................................................................... 3 The Muted Group Theory Through the Lens of Feminist Communication Studies ................................................................................................................... 3 The Internet as a Cultural Text .............................................................................. 4 Inferences of Gendered Language ......................................................................... 5 Preconceived Notions of Gender in the Political Realm ....................................... 6 Media Coverage of Female Candidates ................................................................. 7 Coverage of Hillary Clinton’s 2008 Campaign ..................................................... 8 The “Horse Race” ............................................................................................ 9 Perceived Masculinity and Authenticity .......................................................... 10 Research Questions ................................................................................................ 11 III. METHODOLOGY ................................................................................................ 13 Selection of Coverage Timeframe ......................................................................... 13 Sample of News Coverage .................................................................................... 14 Coding and Coder Inter Reliability ....................................................................... 16 IV. RESULTS AND FINDINGS ................................................................................ 18 Emerging Main Themes ........................................................................................ 18 Overall Language .................................................................................................. 19 Titles Used ............................................................................................................. 20 Photos of Clinton Included with Articles .............................................................. 20 vi ii Chapter Page Personal Characteristics ......................................................................................... 21 Campaign Descriptors ........................................................................................... 22 Mentions of Bill Clinton ....................................................................................... 23 Comparisons with Other Candidates ..................................................................... 24 Direct References to Gender .................................................................................. 24 V. DISCUSSION ......................................................................................................... 27 Using Her First Name ............................................................................................ 28 “Gendered” Descriptors ........................................................................................ 29 Additional Mentions of Gender ............................................................................. 30 Main Emerging Themes ........................................................................................ 32 Overall Differences Between Outlets .................................................................... 33 New Themes from Clinton’s Narrative ................................................................. 34 VI. CONCLUSION ..................................................................................................... 38 Limitations and Future Research ........................................................................... 40 APPENDICES ............................................................................................................. 43 A. TRUST LEVELS OF NEWS SOURCES BY IDEOLOGICAL GROUP ....... 43 B. CODING SCHEME .......................................................................................... 44 C. CODING GUIDELINES .................................................................................. 46 REFERENCES CITED ............................................................................................... 51 ix LIST OF FIGURES Figure Page 1. Overall Main Themes from Articles ..................................................................... 55 2. Main Themes from The Wall Street Journal ......................................................... 55 3. Main Themes from The Economist ....................................................................... 56 4. Main Themes from MSNBC .................................................................................. 56 5. Main Themes from Fox News ............................................................................... 57 6. Titles Used by MSNBC .......................................................................................... 57 7. Titles Used by Fox News ....................................................................................... 58 8. Portrayal of Hillary Clinton in photos from The Wall Street Journal ................... 58 9. Portrayal of Hillary Clinton in photos from The Economist ................................. 59 10. Portrayal of Hillary Clinton in photos from MSNBC ............................................ 59 11. Portrayal of Hillary Clinton in photos from Fox News ......................................... 60 12. Overall descriptors used to talk about Hillary Clinton .......................................... 60 13. Overall descriptors used in reference to Hillary Clinton’s campaign ................... 61 14. Instances of comparison of Clinton with another candidate in all four outlets ..... 61 15. The Wall Street Journal’s comparison of Clinton with another candidate ............ 62 16. The Economist’s comparison of Hillary Clinton with another candidate .............. 62 17. MSNBC’s comparison of Hillary Clinton with another candidate ........................ 63 18. Fox News’ comparison of Hillary Clinton with another candidate ....................... 63 19. Overall descriptors used in reference to Clinton ................................................... 64 20. Descriptors used by The Wall Street Journal in reference to Hillary Clinton ....... 64 x